Strategic Planning: Organizational Vision, Mission, Strategy and Business Plans

This article explains the relationships between organizational vision, mission, strategy and business plans. It analyzes the mission and vision statements of Adidas and Emirates. It provides expert guidance on strategic planning for businesses. The subject is Strategic Planning and the course code is not mentioned. The course name and college/university are not mentioned either.

Strategic
Planning

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Table of Contents
Task 1..............................................................................................................................................3
1.1 Explain organizational vision, mission, strategy and business plans and the relationships between
them........................................................................................................................................................3
1.2 Analysis of the mission and vision statements of named organization ............................................7
1M1: evaluates the impact of a named organization ’s vision and mission on its strategy.....................8
Task 2............................................................................................................................................11
2.1 Explain how external factors affect organization ............................................................................11
2.2 Evaluate how stakeholder expectations influence organization s...................................................12
2.3 Explain how changes in the external environment affect organizational strategy..........................13
2D1 Analyses of how external influences affect organizational strategy in a named organization ......14
Task 4............................................................................................................................................15
4.1 Strategy options for selected organization using modeling tools ...................................................15
4.2 Criteria for Reviewing the Potential Strategy Options.....................................................................17
4M1: Apply the criteria and evaluate the options for delivering the strategic direction of the
organization you have chosen. ............................................................................................................18
Evaluation of options for delivering the strategic direction for Adidas ................................................18
Task 5............................................................................................................................................22
5.1 The Structure of the Strategic Plan..................................................................................................22
5.2 Explain how stakeholders are involved in the formulation of the plan...........................................25
5.3 Provide a dissemination process to ensure stakeholders are informed and committed................26
to the plan............................................................................................................................................27
5M1 Create monitoring systems to ensure the successful implementation of strategic plan. ............29
5D1 Strategic Plan for Adidas ...............................................................................................................32
References.....................................................................................................................................34

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Task 1
1.1 Explain organizational vision, mission, strategy and business plans and the relationships
between them.
Organizational Vision statement
Having a long-term goal in mind is essential for a business's vision. It serves as a guide
for the company's long-term goals. "Vision" refers to the ability to predict a company's future
state. It is a lot like a company's mission and core principles. There are many examples of
companies looking to grow their worldwide market share during the next five years. Another
company's goal may be to grow the number of people. The mission statement can change over
time, though it usually does (Yousaf et al., 2018). An organization 's operations may benefit
from a business strategy by stating the overall goal, the path to be taken, and the guidance to be
followed while making decisions. In other words, a company's purpose serves as a foundation or
context for its goals. Strategies are plans of action designed to accomplish a particular objective.
It might be a strategy, a plan, or a series of steps. Strategy progressively accomplishes a vital
objective, such as a goal or vision (O’Brien et al., 2019). Short-term actions are the focus of a
vision, but the long-term influence of a company on society is the focus of a mission in this
context. Whereas to fulfil short- and long-term objectives, the possible minor options available
in this circumstance are strategic choices (Varela, 2020).
 Adidas: Whereas the vision of Adidas is "to be the design leaders with a focus on getting
the best out of the athletes with performance guaranteed products in the sports market
globally”.
 Emirates: The vision of Emirates Airlines is “Maintain international recognition as one
of the leading aviation and security services business in the world, and set a benchmark
within the industry.”
It is understood from the above examples that the future direction of the company can be
clearly determined from its vision statement. Here its is clear that, a vision statement outlines the
goals and values that must be met to reach the end goal (Jayne, 2018).
Organizational Mission Statement
Whereas the mission of its brands is built on a passion for sports and a commitment to a
sporty lifestyle, Adidas strives to be the global leader in the sporting goods industry.
Consequently, they are continually looking to improve the quality of their brand and product to

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maintain a solid competitive edge. Adidas is committed to delivering world-class customer
service via cutting-edge design and innovation. They use their sustainability statement and
business missions in social and environmental affairs, human resources, and community affairs
to achieve their objectives. The company's actions are laid forth in these documents.
In comparison to the strategic choices made by the organization mission statement
encompass the values and future business position which will be achieved by strategic choices
As the name suggests, business strategy is a written document outlining the objectives of a
company and the reasons for why they are realistically achievable and the specific measures that
need to be taken to get there (Cabrera and et. al., 2018). In addition to information about the
firm's past, the report may include details on the individuals and groups essential in helping the
organization achieve its goals. In the end, the venture's vision, objectives, and strategy will be
laid out in a business plan. To put it another way: in general, a more comprehensive framework
that outlines how a particular business will be founded, as well as its short-term and long-term
objectives, strategic action plans, and available resources to accomplish the venture's overall
objectives.
 Adidas: The mission statement of Adidas is “"to be the global leader in the sporting
goods industry with brands built on a passion for sports and a sporting lifestyle.”
 Emirates: The mission statement of Emirates Airlines is “Commit to safeguarding all
customers, staff and assets against acts of unlawful interference through continuous
reviews, training and education. Implement internationally established industry standards
and practices, to ensure a safe and secure environment while facilitating business
growth.”
It is determined from the above mission statement of the two multinational organizations
that mission statement is created with the view of showcasing the goals and values of the
company along with describing the industry environment. The examples of businesses given
above clearly describes the the industry in which they operate and their foundation values.
Organizational strategy and business plan
Organizational strategy refers to the plan of action created by a specific company in order
to achieve their business goals It is defined as the set of clear plans goals an actions which act as
a guideline for a business in competing against a specific company markets or within an industry
(Kopaneva, 2019). Each and every business creates specific business strategy for strategic

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management of their organization which helps the company take actions towards achieving
continuous success in their specific field. It is important to construct a detailed business strategy
in order to ensure that the company is able to move towards direction of success. The overall
strategy of an organization includes different elements such as its vision statement mission
statement and values which help guide the organization towards ethically and lawfully
conducting a business within the interests of various stakeholders (Morton, Wilson and Cooke,
2020).
A business strategy includes combination of all the decisions and actions which are
performed by a company in order to achieve its business gold and secure a beneficial position in
its industry or market. A strong business strategy creates a strong foundation for a company and
acts as a road map towards achieving its specific objectives which increases it's important as
creation of a suitable strategy as an organization survive for a long term in the crowd of
overwhelming competitors (Foss, McCaffrey and Dorobat, 2022). Business strategy helps a
company create suitable plan for achieving goals and objectives so that they are able to fulfill its
long term objectives in a timely manner and are able to reach the position in their market where
it is intended. In addition to this business strategy also helps improve efficiency and
effectiveness of the organization as it helps ensure that the plan is created to utilize various
resources in an optimal manner making business activities more efficient and effective
automatically.
After creation of a business strategy the next element which arises is creation of a
business plan. A business plan is defined as a document which includes details related to a
company's objectives and the ways in which these objectives will be achieved. Our business plan
includes information about the ways in which marketing financial and operational functions of
an organization will be completed so that it is able to achieve its overall business objectives in a
timely manner. Start up businesses and established businesses create business plan so that they
are able to move towards the direction of success and achieve their business strategy and
strategic objectives (Gagné, 2018).
Relationship between an organization ’s vision, mission and business strategy
The mission of an organization is based on the organization 's vision. An organization al
vision conveys the overall aims and objectives of an organization , while a mission statement
communicates the "why," "who," and "how" of an organization 's vision. The mission of a firm

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is similar to the vision of a company in that it explains the overall objective and fundamental
values of the company. As a result, it goes a step farther than most other organization s in
outlining their goals and how they will be achieved (ul Musawir Abd-Karim and Mohd-Danuri,
2020).
It has been observed that a company's mission gives more concrete ideas around which
its strategic goals might be created. To put it another way, a company's long-term aspirations for
the product it develops are at the heart of its vision. This forward-thinking approach is included
in the organization 's mission statement. Here are some examples of well-known firms' mission
statements: To sum up, it is essential to note that the firms in the previous situations have clearly
defined their sector and their set of guiding ideals that set them unique. Vision, mission, and
business strategy are all intertwined to guide day-to-day activities (Bilgin, 2018). Every single
one of these elements has a connection to the others. As stated before, an organization 's mission
and business strategy are predicated on its goals and ambitions. All management and employees
should use the company's vision, purpose, and strategy as a guide when making crucial strategic
decisions. A company's ethos is created when these three essential elements come together and
serve to keep workers engaged and committed to the company's goals.
It is time to talk about the organization 's broad objectives. Its overall strategy and
operational plans are built on its mission statement. Vision, purpose, and supporting activities
are all part of an organization 's overarching strategy, as are a declaration of core values
reflecting the organization 's guiding concepts and beliefs. Business plans are used to implement
a strategy that has these four characteristics (Malmivaara, 2020). A business plan is prepared
following a strategic planning process to assess success against previously stated strategic goals
and objectives. These business plans also oversee a slew of implementation, monitoring, and
evaluation activities to ensure the strategy's long-term success. Executives may establish a
unified set of strategic goals and a plan that supports this purpose and, by extension, the
company's vision for itself by articulating a clearly defined vision and mission for the
organization .
Basis Vision Mission Strategy
Definition Here the company
describes its future
Here the organization puts
forward the current actions
The plan of action
involving the goals for

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objectiveness along
with the
which will support attainment
of its vision (Chang, 2020).
attaining organizational
mission are described in
their business strategy.
Adidas The vision of Adidas
states the its aim to
become design leader
in sports industry
with high quality
goods
The mission statement of
Adidas is influenced by vision
as the firm focus on building
passionate firm centered
around high performing
goods.
The strategy of Adidas
focuses on optimizing
current resources to
dominate the sporting
goods market and
become global leader.
Emirates The vision of
emirates focuses on
building international
recognition,
leadership and high
quality.
The mission of the firm is
influenced by its vision as it
focuses on continuous training
and reviews along with
implementing international
standards to become
successful globally.
The strategy of Adidas
focuses on global
expansion to attain its
mission. This showcases
the relationship between
strategy and mission.
Strategy formation is
dependent on
organizational mission
(Greve, 2021).
1.2 Analysis of the mission and vision statements of named organization
 Adidas
 Whereas the vision of Adidas is "to be the design leaders with a focus on getting the best
out of the athletes with performance guaranteed products in the sports market globally”.
 The mission statement of Adidas is “"to be the global leader in the sporting goods
industry with brands built on a passion for sports and a sporting lifestyle.”
Analysis of Adidas Mission and vision statement

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"Bring the world outside, utilize our knowledge and experience, pour passion into items,
and encourage outdoor lovers to attain independence and success" is the company's stated
objective. Adidas have core values in common, such as zeal, commitment, faith, efficiency, and
perseverance. As a result, it aspires to be the leading provider of premium goods and services
while also providing investors with great long-term returns. Goals for both Adidas include
creating new goods, expanding their brands, finding strategic collaborations, and improving
overall performance in the long run. Customers' satisfaction is a primary goal, but it also aims to
recognize and reward staff' accomplishments (Smith, 2020). It adheres to the most strict
compliance and integrity requirements in the industry. The company's culture is based on
treating everyone, no matter their position, with compassion and respect, which extends to its
employees, customers, shareholders, and even competitors (Almomani, 2020).
 Emirates
 The vision of Emirates Airlines is “Maintain international recognition as one of the
leading aviation and security services business in the world, and set a benchmark within
the industry.” The mission statement of Emirates Airlines is “Commit to safeguarding all customers,
staff and assets against acts of unlawful interference through continuous reviews, training
and education. Implement internationally established industry standards and practices, to
ensure a safe and secure environment while facilitating business growth.”
Analysis of Emirates Airlines Mission and vision statement
The mission statement of Emirates Airlines is “Commit to safeguarding all customers,
staff and assets against acts of unlawful interference through continuous reviews, training and
education. Implement internationally established industry standards and practices, to ensure a
safe and secure environment while facilitating business growth.”
The mission statement of the respective for provides detailed description of
organizational direction towards its stakeholders which is positive factor. On the other hand the
primary focus on workforce and consumers sidelines other stakeholders such as community and
environmental responsibilities of the firm. In the current environment it is important to focus on
sustainability of a company as it helps the firm develop better public reputation (Cowan, K. and
Guzman, F., 2020).
1M1: evaluates the impact of a named organization ’s vision and mission on its strategy.

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Company Impact of vision & mission
statements
External influences on strategy
on strategy
Adidas Adidas will use various
strategies and tactics to achieve
its objectives, outlined in its
missions. It is stated in the
company's mission statement: "It
seeks to capitalize on its skills,
expertise and passion in the
production of products that meet
and exceed the expectations of its
customers" (Ellis and Leopkey,
2018). "To become a premier
provider of exceptional goods" is
the company's declared goal
statement. As a result, its mission
statement gives a high-level
summary of its market
objectives. It then outlines its
various values and objectives
before stating particular actions
the organization wants to take to
attain the broader aim. To satisfy
their consumers' expectations and
"become the preeminent creator
of extraordinary things" (vision),
Adidas Company places a high
value on innovation (mission).
While researching and
In light of the current state of the global
economy, Adidas Company may be forced to
alter their business strategies. Due to the current
economic uncertainty, the company's stated aim
of "delivering stronger long-term returns to
investors" may be compromised. In order to
"grow their brand" and increase their market
share, Adidas may encounter more competition
from other companies. Increasing competition
harms both product pricing and market share.
Due to the current state of affairs, Adidas may be
forced to make changes to their internal practices
in order to save money while still maintaining
significant revenue streams (Dašić and Dašić,
2021).
Additionally, Adidas may be under
pressure from government regulations, which
might compel the companies to rethink their
strategy for producing and distributing high-
quality items. At the same time, economics
significantly impacts Adidas' sales and
operations in the short and long term. Various
factors strongly influence revenue increases,
including inflation, consumer purchasing power,
mergers, and acquisitions.
As a consequence of the collapse of
Lehman Brothers and the ensuing shakeup of the

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developing new markets, the
company will build strategic
relationships and steadily
improve its overall performance
(AltunEkinci, 2018).
Several world-class
sporting events, including the
Olympics, are sponsored by
Adidas. Sponsorship deals have
been struck with the Football
Association and the Olympic
Committee. In addition, FIFA
could secure sponsorship rights
for the next World Cup. In 2009,
Adidas extended their contract
with the European Football
Association for the European
Championships, the Champions
League, and UEFA Euro 2012.
Adidas has also partnered with
FIFA in the past. For the 2006-
2007 season, the NBA and the
company have signed an 11-year
international merchandising
agreement (Yang and Luo,
2019). Adidas has been selected
as the official uniform and gear
supplier for the NBA
Development League, and
Women's National Basketball
Association, among other
financial sector, the global economy has seen
one of the worst downturns in the last two years,
with job losses and unemployment reaching
historic levels. A large majority of people
worldwide have begun living off their savings
due to the global financial
crisis(Anagnostopoulos, 2020). Adidas' net profit
margins are likely to shrink due to the Asian
economic crisis. A wide range of economic
issues might significantly impact Adidas and
other industry players.
Legal and regulatory constraints
profoundly affect the positioning of a brand and
its advertising strategies. An example of Nike's
difficulties establishing its brand in Spain is its
trademark dispute, which prevented Nike from
entering the country. In the end, the Supreme
Court ruled that the Nike brand was registered to
a former distributor (Stadler et al., 2022).
Whereas Nike products were permitted to bear
the company name, only the company's swoosh
emblem may be used. If the brand's reputation
had been damaged, this might have been a
significant setback. While a Supreme Court
decision in 2009 reversed a lower court
judgment, Nike struck gold when it appealed.
Adidas must guarantee that all of its
advertisements appropriately describe the
products being promoted in order to comply with
the Trade Descriptions Act of 1938. The Trade
Descriptions Act requires Adidas to ensure that

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leagues and organization s,
including the NBA. Additionally,
Adidas will serve as the Official
Sportswear Partner of the 2012
Summer Olympic Games in
London. Sponsoring high-profile
athletic events would boost the
company's bottom line and raise
the company's brand recognition.
all its merchants have a sufficient understanding
of Adidas products. Trade Descriptions Act
violations occur when a merchant misrepresents
a product's attributes to customers, not the
manufacturer if Adidas provides the retailer with
truthful information”(Collis, 2019).
Task 2
2.1 Explain how external factors affect organization
A wide range of factors affects the strategic direction, purpose, vision, and goals of
companies operating in a competitive environment. Government, weather, infrastructure,
demography of consumers, economics and finance, are all examples of what is included in what
is known as the "external environment" (Podobas and Matysek, 2019). Entrepreneurs can
establish contingency plans to deal with threats from outside the organization , such as a natural
disaster. The profit margins may be adversely affected by several factors, including recessions,
inflation, currency devaluation, and market volatility. Businesses may be badly damaged by
politics, terrorism, and civil warfare. Local and international investors may be affected by
changes in a country's administration and laws. Global firms have been affected by recent
political shifts in the United States and the Brexit vote.
PESTLE Analysis is a framework which aids an organization in identifying and
analysing external environment influencing business operations internally. It enables an
organization in predicting future threats and take timely actions to mitigate its impact on
business (Chen and et. al., 2020). Some of the common factors which affect external
environment of the company are provided below: Political Factors: This refers to the changes in political environment of the company and
influence of political tension on the organizational environment. Factors such a taxation,
political ideology, international political relation affect organizational strategy of the
company as they influence the labour market and concerns trends within a country.

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 Economic Factors: This external environment factor refers to the unemployment rate,
currency fluctuation, free trade, rising taxes, consumer spending power and other
economic indicators of a region. These factors have direct impact on an organization
because they influence price of goods, raw material and consumer purchasing power. Social Factors: The social factors of demographic changes, changes in social trends
behaviors and values affect the consumers preferences and directly impact growth of the
firm. Technological Factors: Technology plays a important role in the growth of any
organization (Yeğin, 2020). Hence, companies are suppose to use modern technology. In
this way it influences business strategy of the organization. Environmental Factors: Sustainability is an important factor which affects growth of
businesses. This is because consumers are currently demanding more susta8inable
products and service to avoid contribution to climate change and global warming.
 Legal Factors: The legal factor refers to rules legislation and regulations implemented by
national governments and international authorities. Businesses have to develop business
strategy in accordance with these legal factors in order to avoid legal trouble (Agwu,
2018).
Changing the external environment of activity may have a wide range of effects. One of
the most significant external influences on a company's mission, vision, and strategy in the state
of the world economy. A company's ability to influence what happens beyond its walls is quite
limited. A company's activities may have to be restructured or expanded if new regulations are
implemented in a specific place. Storms, hurricanes, and tornadoes all have the potential to
disrupt routine business operations, such as air travel and vacations, to some significant degree.
Poor infrastructure may harm retailers, manufacturers, and other businesses (Toke and Kalpande,
2021). A new marketing strategy may be required to keep up with the times because of changes
in the neighborhood's fashion or clientele. External outcomes are those over which a company
has no direct say. When reacting to external changes in the market or the economy, managers
must be dynamic, swift, and on the lookout.
2.2 Evaluate how stakeholder expectations influence organization s.

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Every firm has several stakeholders. People who are directly or indirectly engaged in the
business's overall performance, products, services, and general operations make up a large
portion of a flawless company. Each of them has a role to play: Involved parties include
everyone from clients to employees to investors to vendors to creditors to labour unions to
municipal governments to residents. There is a distinct interest and expectation (Valek, 2020).
The government regulates and monitors corporations to adhere to all applicable laws and
regulations. In addition to tax collection, state governments ensure that business activities run
without hiccups. Customers expect, among other things, to get high-quality products at a
reasonable price. In order to remain competitive, firms should strive to provide products and
services that are both innovative and different.
The success of the firm they work for determines their ability to earn a living. It means
that companies should treat their workers well and reward them fairly. A company's success
depends on its ability to repay its creditors' loans (Scheid, 2020). Financial difficulties may arise
in the future when more funds for growth are required because of damaged relationships with
creditors caused by missed payments. Human resources, infrastructure, and a safe environment
are the responsibility of local governments.
Consequently, companies interacting with human resources, local governments, and
environmental factors must uphold high ethical and corporate responsibility standards at all
times. For example, businesses should not dump industrial trash in rivers, woodlands, or other
waterways. In order to aid the host communities, businesses should set aside a portion of their
profits to fund beneficial program (Fahy and Jobber, 2019).
2.3 Explain how changes in the external environment affect organizational strategy.
The ways in which textural environment factors affect organizational strategy in case of Adidas
and Emirates is explained below with detailed PESTEL analysis:
 Political Factors: In case of Adidas its is political tension between US and China while
Emirates is affected by the government involvement because it is owned by the
investment corporation of Dubai. The political environment has direct impact on strategy
of Adidas. Economic Factors:In case of Adidas and Emirates the economic changes bought about
by COVID-19 affects their business strategy as the firms have to adopt with global
economic downfall.

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 Social Factors:Adidas and Emirates have to change their strategist changes in social
environment. In case of Adidas it is rise of sustainable fashion while in case of emirates
the social factor is reduced traveling. Adidas and Emirates have to change their strategy
as per hanging social trends to attract maxim number of consumers. Technological Factors: In case of Adidas it is development of automation technology,
while in case of Emirates it is development of sustainable air travel technology. Here
business strategy is changed and influenced by external factor to exploit new technology. Environmental Factors:This factor affects the strategy of Adidas and Emirates because
of the consumer requirement to become more sustainable. Both the firms have to update
their business strategy to become more sustainable.
 Legal Factors:Adidas and Emirates both have to comply legal requirements of different
national governments n order to function and sell their products and services in the
region lawfully. This affects their business strategy.
2D1 Analyses of how external influences affect organizational strategy in a named
organization .
Company Impact of vision & mission
statements
External influences on strategy
on strategy
Emirates The vision and mission statements of
emirates ice daily decision making of
the company. The mission and vision
statement of the firm are centered
around becoming global leaders in the
industry by setting quality benchmark.
It is stated in the mission statement of
Emirates that “ Commit to
safeguarding all customers, staff and
assets against acts of unlawful
interference through continuous
reviews, training and education.” In
The political environment of Dubai and the
government influence on Emirates affects
its business strategy as the firm has to
comply with political requirements of the
country. The primary factor which
influences its business strategy is
Emiratization.
This is an initiative by the government of
the United Arab Emirates to employ its
citizens in a meaningful and efficient
manner in the public and private sectors. It
influences the strategy of Emirates because

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this way the company builds its
strategy focusing on global expansion
and building skilled workforce to set
international benchmark in air travel.
the firm has to consider this external factor
during HRM.
In addition to this the global social trend
towards safe traveling also has affected
business strategy of emirates in a post
COVID world as the company has to deal
with changes in air ravel preferences of
consumers. The company has enhanced
hygiene to high quality level in order to
accommodate this external change in its
business strategy.
Task 4
4.1 Strategy options for selected organization using modeling tools
Many companies waste time reacting to events rather than anticipating and planning for
them in advance. If an organization is caught off guard, it will have to spend considerable time
and energy maintaining the status quo or responding to the changes. An alternative to this is a
strategic review, which may provide precise goals and methods that companies can use to cope
with any unexpected variables. Looking at the organization 's strategy and a business plan may
offer insight into its future, create awareness, redefine its primary mission, provide direction and
encourage collaboration. Finally, strategic planning makes it easier for stakeholders to
communicate and work together, enhancing the communal and cooperative control of an
organization 's future and destiny (Dašić et al., n.d.).
Moreover, preparing for the possibility of future uncertainty by reviewing the company's
strategy and business plan. Adversity forces a review of present policies, programs,
environmental circumstances, ambitions, and reasons. Reviewing a company's business plan may
also establish success metrics that can be tracked over time. It is also possible that companies
may need help assessing their environments to make the necessary improvements. However, the
primary goal of a strategic review is uncovering new perspectives that may be used to reorganize
an organization to better prepare for the uncertain future while still being financially viable
(Coelhoso, 2019).

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Company Name: Adidas
Industry: Sports Retail
Adidas also creates and manufactures other related equipment. Customers include
football, skateboard, basketball, and other sneakers
Adidas: The mission statement of Adidas is “"to be the global leader in the sporting
goods industry with brands built on a passion for sports and a sporting lifestyle.”
Adidas is one of largest sports Retail Company in the world which has expanded to reach
retailing markets across Europe, Asia, Africa, Australia and North and South America. The
strategic objective of the company is to become leading sports retailer by delivering quality
sports goods including equipment, cloth, footwear and tools (Saatchian, Azizi and Talebpour,
2021). It is a multinational organization which produces sports retail goods in high quality with
branches and manufacturing plants spread across the world.
This document aims to first, lay out various strategy options for Adidas using the
following three modeling tools strategy development;
 Mintzberg model of strategic decision making
 Ansoff Matrix
 Competitiveness Analysis
Then it would develop a criterion for review these potential strategy options and evaluate the
best strategic options for Adidas.
4.1 Strategy Options for Adidas
Adidas is continuously growing company and can adopt different strategies with its
current global reach. Keeping in mind the strategic objective of the company to become industry
leader and achieve industry growth when comparing to rivals such as Puma and Nike the
strategic options for Adidas are provided below. It is important that the company selects one of
the options to achieve growth.
Cost reduction Option: According to Coelhoso (2019), companies may utilize strategies
to cut costs, stand out from the competition, and narrow their focus. Cutting costs while
maintaining market-competitive rates should be the goal of every organization . Adidas also
requires a cost-cutting plan for sales and profits to expand. Providing low prices while keeping
an acceptable profit margin helps expand market share (Medel and Cabezuelo-Lorenzo, 2018).

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Products that are unique, creative, and enticing compared to their competitors' products are part
of the differentiation strategy.
Product Differentiation Option: In order to differentiate claims, the addition of features,
support services, durability, functionality, and a distinct brand image is necessary (O’Brien et al.,
2019). Since Adidas must spend more money on research and development, focusing on a
particular market sector is critical for the concentration strategy (Nuseir, 2020). An example of
this would be a company that wants to produce products in line with its target market's demands
and market dynamics. Consequently, Adidas' alternatives should focus on low-cost things that
are diverse and exciting to compete in the market.
Market Share Strategic Option: The respective company can also adopt the strategy of
improving its enhancing its market share by developing market focused products which cater to
needs of specific market. This requires the company to use its marketing infrastructure so that it
is able to get better results from its current resources. It will help the company attract and retain
new consumers in different international markers. When competing against multinational
companies, Adidas should focus on improving the quality of its goods and expanding its product
offerings to attract new clients (Podobas and Matysek, 2019).
4.2 Criteria for Reviewing the Potential Strategy Options
Alignment with Adidas’s vision: It is important that the respective organization builds strategy
matching its vision to attain better results. The vision of Adidas is "to be the design leaders with
a focus on getting the best out of the athletes with performance guaranteed products in the sports
market globally”. This vision need to be the foundation of organizational strategy.
Validity of assumptions: It is essential that the firm verifies its assumptions through strategic
analysis to make informed decisions (Al Wazzan, 2018).
Financial and operational feasibility of strategy: The respective organization needs to
understand if the strategy is feasible in the long term and will provide higher returns compared to
its cost.
Risk assessment: Risk assessment is an important part of effective strategy as it helps the
company avoid threats while sing strengths to continuously outperform rival businesses.
Different strategies and tools such as risk register can be used to identify risk of strategy and take
action to lower such risks so that the strategy is successful.

18
Adaptable to changing external environment: The strategy of Adidas needs to take into account
the external environment changes in order to get better results. The external environment of the
retail industry is continuously changing with political factors such as globally political stability
affect the profitability and growth potential of the firm. The strategy of a company needs to be
adaptive to changing external environment so that it helps the company survive for a longer time
period (Kurpiela and Teuteberg, 2022).
4M1: Apply the criteria and evaluate the options for delivering the strategic direction of the
organization you have chosen.
Evaluation of options for delivering the strategic direction for Adidas
Mintzberg’s model of strategic decision-making
This is one of the most commonly used models when it comes to strategic decision
making. The reason behind usage of this model is that it supports businesses in taking a
systematic approach to business decision making so that the most suitable decision is selected by
the company which supports the firm in achieving organizational development. The strategic
decision making option which can be used by Adidas are provided below:
Entrepreneurial mode
Adaptive mode
Planning mode
The advantages and disadvantages of each of the strategic decision making approach is
provided below:
Approach Description Advantages and Disadvantages
Entrepreneurial
mode
This approach is usually
preferred by individual
managers as it helps them
achieve entrepreneurial
objectives. This strategy is
dependent on individual
intuition rather than specific
calumniation and analysis
(Omenazu, 2022).
The primary advantage of this strategy is
that it helps identify opportunities make
changes to organizational strategy t exploit
available opportunities.
In addition to this it also helps make quick
decisions to make strategic decision making
more swift in emergency situations.
The primary disadvantage of this strategy is
that it is not based on specific calculations
which increases risk.

19
In addition to this it may introduce conflict
because of lack of strategic analysis backing
specific management decisions.
Adaptive mode Here the focus is on finding
responsive solutions to current
compo nay problems instead of
finding new opportunities.
This is calculative approach and
focuses on eliminating
organizational issues affecting
success of the company.
It is based on calculations and analysis
reducing the risk.
It helps make accurate decisions to remove
organizational problems from their root.
The organisation is not able to exploit new
opportunities like rival businesses.
It has the disadvantage of being time
consuming (Elbanna, 2018).
Planning mode The final approach option
involves situational analysis to
identify capabilities and weak
areas of the company. After this
decision are made including
responsive and proactive
approach to decisions making.
This ap0roach has the advantage of being fit
for increasing organizational responsiveness
while helping exploit opportunities.
The time consumed for this approach is high
which is a disadvantage.
Application to Adidas
The planning approach is most suitable for Adidas because it helps the company explore
new opportunities while also becoming more effective in dealing with current problems. Adidas
will be able to deal with current problems while also become more competitive with this
approach.
Ansoff Growth Matrix
This is one of the most effective strategies which is used by business to get specific strategic
direction for their firm. Companies use various kind of growth strategies and this matrix discuss
about four main types of growth strategies which are essential for a company to analyze and
adopt any one for their successful growth (Gurcaylilar-Yenidogan and Aksoy, 2018). In context
of Adidas Company, is suggested that they will analyze advantages and disadvantages of every
growth strategy according to their organizational aim and financial condition and then adopt any

20
strategy which will provide them maximum benefit. The strategic provided in this matrix are
given below:
• Market penetration- This is the strategy which define that the company must gain
appropriate growth in current market in which they are already serving with their existing
product. Here the main aim of the company is to increase the sales by various ways like
increasing promotional activities (Kasasi, 2018).
• Product development- This is the growth strategy where companies modify or bring
new product line in existing market. This is one of the most used growth strategies for those
companies whose products are not in demand in existing market. This strategy is also opted by
those companies who need to capture more market share and gain competitive advantage by
their effective growth.
• Market development- This is the strategy focuses on building market of the
organization to foreign countries (Verhoef and et. al., 2021).
• Diversification- This is the last growth strategy in this matrix and also considered as one
of the most risky strategy where a company brings their new modified or new product line in
new market.
Application to Adidas

21
Market penetration- In context of Adidas Company, they can increase their sales by increasing
awareness of customers about their products and services and the benefits if they purchase their
products and services. They can promote their products and services through social media
marketing which is having global reach and can also focus on good quality of their product.
• Product development- In context of Adidas Company, they are already serving various
kinds of products and services to their customers. This strategy is highly risky because
developing new product requires high investment (Naim, 2021).
• Market development- This is the growth option which can be opted by Adidas
Company; they can target other countries and their customers to gain high growth at
international level. The main benefits of opting this strategy is that the company will gain high
reputation, the number of their customers will increase and gain more profit.
• Diversification- In context of Adidas, if they can opt this strategy then they are required
to invest high in their Research and Marketing department. This is because diversification
focuses on expanding to new market with new product.
The most suitable strategy for Adidas is market penetration because it will help the
company achieve better results in term of consumer retention and beat regional as well as
international competition.
Competitiveness Edge Model
Porter's Generic Strategies

22
According to this model there are four approaches for becoming more competitiveness in
the industry. The cost leadership approach focuses on reducing production cost to increase profit
margin (Cavaleri and Shabana, 2018). The differentiation approach focuses on becoming more
innovative and distinguished. The cost focus and differentiation focus approaches are market
specific versions targeting on narrow consumer base to increase competitiveness in a niche
market.
Application to Adidas
Adidas needs to use cost leadership approach in order to become global leader in the
sports retail industry. Adidas needs to reduce cost of production in way it does not have
significant impact on quality. This strategy is suitable for Adidas as it will help the company
deliver quality products while also attaining high profits and deal with competitors.
Task 5
5.1 The Structure of the Strategic Plan

23
Vision/ Mission
Corporate Value
of Adidas
Strategic Goals/
Initiatives
Scorecard
Competitive
Advantage
SWOT Analysis
Vision/Mission
Strategy Plan
Structure
Execution Plan

24
The vision of Adidas is "to be the design leaders with a focus on getting the best out of the
athletes with performance guaranteed products in the sports market globally”.
The mission statement of Adidas is “"to be the global leader in the sporting goods industry with
brands built on a passion for sports and a sporting lifestyle.”
Corporate Values
Adidas core values comprise “performance, passion, integrity, and diversity.” These values need
to be kept in mind in order to ensure that suitable business strategy can be created for the
respective organization. This involves developing stratify which helps the firm focus on
maintaining its core corporate values while expanding its operations and exploiting new
opportunities.
Strategic goals
It is important that the respective company builds its strategic goals in order to achieve
best results from strategic plan. The strategic goals for Adidas needs to based on its current
strengths and weaknesses along with the changes in eternal environment. This will help the
company exploit opportunities and remove weakness in accordance with external environment
changes.
SWOT
A SWOT analysis is the best technique to determine Adidas' and Adidas' specific
strengths, weaknesses, opportunities, and threats. After that, the organization should conduct a
five-force analysis of Adidas. Final SWOT assessments should be conducted to compare the
results of the five forces research to the results of alternative strategic options (Podobas and
Matysek, 2019).
PESTEL
Companies should look for methods to bridge the gap between political, social,
technological and economic advancements as part of their overall strategy (Yousaf et al., 2018).
When one does a PESTLE study, one gets a more comprehensive picture of the environment and
may use that information to assist one in making decisions about the next steps. Using the
PESTLE analysis, one may map out the potential threats to a company's long-term viability
(Valek, 2020). In this case, a corporation's political, social, economic, and technological
inadequacies should be addressed with solutions tailored to the organization 's specific

25
circumstances. Adidas should work on ways to enhance their products' features, variety, price,
and attractiveness to address social, economic, and technological considerations.
Competitive Advantage
When applying the PESTLE model to future operations, one of the requirements is to
examine all of the market's elements. As a result, a company should compile a comprehensive
inventory of all the relationships between the organization 's present goals and environmental
variables (Smith, 2020).
Balanced Scorecard
Here the company needs to apply the balanced scorecard in order to for monitoring the
strategy and ensuring its successful implementation. Adidas will be able to ensure continuous
development with the help of application of balanced scorecard because it helps businesses in
delivering high quality results.
Execution Plan
By looking at all of the possibilities for Adidas and discovering that they must make
certain judgments based on the Porter and the PESTLE models to succeed in the market. Adidas'
strategic choices may be summarized in the following high-level paragraphs. Using low-cost
processes can lower the total cost of its products to an acceptable level (Hussain and Al-Aomar,
2018).
Adidas Company is reexamining their production and operational costs to cut expenses
and provide better prices to consumers. If a corporation saves money on incidental expenses, it
may put that money back into R&D.; as a result, it may invest in new marketing strategies, such
as targeting women and children. At the same time, by enhancing the company's production,
marketing, pricing, and leadership, the company's competitiveness will be bolstered. One has
found that recruiting managers who are excited about expanding the company's market reach and
product features requires a change in leadership style (Medel and Cabezuelo-Lorenzo, 2018).
5.2 Explain how stakeholders are involved in the formulation of the plan
The role of different stakeholders in strategic plan for Adidas is different and each
stakeholder will play a different role in delivering the best strategic result for the company. In
case of Adidas Employees and consumers will be involved in formulating and implementing the
strategy. Each team will propose commodities, markets, and pricing that should be included in
the plans. Customers' feedback will be analyzed to identify the needs and interests of the various

26
categories of customers (Nuseir, 2020). The proposed measures must be designed and
implemented by the organization’s employees. They have spent more time talking to consumers,
so their knowledge of market dynamics and demand patterns is more up-to-date. Consequently,
the departments in sales and marketing will be critical to formulating the strategies provided.
The management team is the most crucial group (Medel and Cabezuelo-Lorenzo, 2018). It is
important to get shared feedback from the stakeholders. The steps which will support
stakeholder engagement in strategic planning for Adidas are provided below:
Clear, consistent and direct communication about the strategic decision-making
process
During the development and formulation of strategic decision making process clarity
provided to stakeholders is of utmost important. This is because stakeholders need to understand
about the details objectives and boundaries of the processes. This requires direct communication
with the stakeholders and supports in providing clear and consistent communication to various
individuals. In case of the strategic decision making process at Adidas, this involves directly
communicating changes in regulations and development in the processes to the stakeholders.
Regular review of stakeholder engagement milestones
This step aims to develop process through which milestones of the project are kept and
communicated to the stakeholders so that each stakeholder is able to follow a specific timeline
for completing the strategic decision making process and achieving the planned objectives. This
can be done with the help of creating communication meetings with internal and external
stakeholders where they are able to complete discussions on various topics such as interests of
each stakeholder and progress made by different departments. In case of Adidas different
stakeholders will be communicated after different time periods according to their priority and the
message.
Build plan formulation deadline with stakeholder involvement in mind
This stage will focus on developing timeline for attainment of objectives for various
stakeholders and will help stakeholders in attaining milestones in a timely manner. This is
crucial part of stakeholder management because it will support and unite stakeholders to attain
objectives in a timely manner. In case of Adidas, this involves using tools such as Gantt charts to
develop clear timelines for various stakeholders.
5.3 Provide a dissemination process to ensure stakeholders are informed and committed

27
to the plan
Dissemination processes is useful because it helps ensure that each stakeholder remains
informed about the strategic decision making process which results in high stakeholder
engagement. The two different types of stakeholders which influence and affect strategic
decision making process in an organization are internal and external stakeholders. In case of
Adidas dissemination process will support engagement with internal as well as external
stakeholders.
Internal stakeholders are those stakeholders who are connected with internal operations
of the company. These stakeholders are directly associated with strategic decision making
process and play an important role in achieving business strategy and implementing business
plans. In case of internal stakeholders of Adidas, the category includes, employees, management,
investors, board of directors and leadership.
External stakeholders have indirect impact on the activities and strategic decision
making process of a company. These stakeholders often influence the external environment of an
organization and the business strategy has to be adapted in response to this strategic change. In
case of Adidas external stakeholders of the company include shareholders, consumers, suppliers,
government and legal authorities.
In case of Adidas all the parties participating in the development and implementation
stages will need specialized communication channels to participate successfully. It is expected
that managers would employ various methods to disseminate ideas and other information to the
people under their care. They will collaborate and share information over the Internet between
the sales and marketing departments.
Customers would be expected to be reached by phone interviews, email, and letters
(Varela, 2020). In addition to traditional methods, the organization will use social media to
obtain more data. Increasing commitment to a particular course of action may be made more
accessible by using all communication channels (Podobas and Matysek, 2019).
Dissemination process would require four key elements;
1. Identification of stakeholder groups that need to be informed
2. Identification of communication objectives

28
3. Identification of message that needs to be communicated
4. Identification of activities that will impact the stakeholders
Identificati
on of stakeholder
groups that need to
be informed
Identificati
on of
communication
objectives
Identificati
on of message that
needs to be
communicated
Identificati
on of activities that
will impact the
stakeholders

29
Template for dissemination process keeping in mind various stakeholders is provided below:
Stakeholders Medium Objective Timeline Frequency
Investors Business reports
focusing on
attainment of
objectives
Informing about
attainment of
milestones
Before release of
event
Quarterly
Employees Internal
communication
system and team
meetings
Monitoring employee
performance and
progress of report
After approval
from board
members
Weekly
Management Memos and Digital
communication
Developing
implementation plan
After approval
from board
members
Weekly
Consumers Advertising and
promotion
Gain attention After
dissemination
from internal
stakeholders
Frequently
Suppliers Website update Inform about the
progress
After
dissemination
from internal
stakeholders
Media
update
regularly
Regulators Formal press release Inform about
compliance with law
After
dissemination
from internal
stakeholders
Medium

30
5M1 Create monitoring systems to ensure the successful implementation of strategic plan.
Some of the characteristics of monitoring plan are provided below:
 Dividing large objectives into smaller attainable tasks so that the plan becomes
easy to implement
 Tracking performance of departments on month by month basis
 Quarterly discussion on the performance of the plan
 Yearly meetings on overall performance of strategy and firm to decide future
strategic direction
 Rewards provided to attainments of milestones
In case of monitoring strategic plans at Adidas, monthly progress reports, the
management committee will evaluate the plan's progress about its overall objectives.
Consequently, the implementation process requires that all parties involved maintaining
complete, accurate, and up-to-date records of all phases. The management committee shall
adhere to strategic objectives set by the board of directors, which is responsible for overseeing
all company activities (Varela, 2020). After every month, the effectiveness and success of each
action will be assessed, and the goal that was set will be met. The team expects that everything
will be done under the company's mission, vision, and values. As a result of their evaluation of
its stated goals and objectives, the committee will make recommendations based on its findings.
Adidas' business strategies will be considered in all internal and external adjustments (O’Brien et
al., 2019).
Strategic Plan for Adidas Company
Overview
In the partnership between Adidas Company, a wide range of in-demand outdoor-related
products will be available to consumers thanks to Adidas Company. There is a large market
share and a strong brand image. The company's main objectives are to increase its market share,
improve its brand image, and expand its client base (Smith, 2020). In the United States, demand
for firearms, ammo, and other outdoor gear is expected to be robust, according to market
potential. There is also a rising number of males and females, which will help Adidas expand its
market. Compared to its competitors, its manufacturing costs, competitiveness, and market
expansion ambitions are inefficient (Yousaf et al., 2018).
Inputs

31
Customers, investors and workers have all offered their insights to this study.
Understanding the different stakeholders' values is made easier with the help of these revelations
(Dašić et al., n.d.).
Activities
Using low-cost approaches, Adidas can lower its overall expenses significantly.
Competitive pricing for Adidas consumers requires lower production expenses. Adidas
Company should use more aggressive marketing to attract new customers due to the change in
leadership or management structure (Almomani, 2020).\
Output
The strategic choices are projected to result in lower operating costs, more significant
sales, higher profitability, new markets, and a broader customer base. As a result of the measures
put in place, the company's revenue will continue to rise, and the brand's image and expectations
will be met (Fahy and Jobber, 2019).
KPI Revenue increase
Profit increase
Brand recognition
Target Increase in profit by 20%
Increase in sale by 40%
Frequency of progress
reporting
Quarterly meetings
Annual conference of board members as well release of financial
statement
Departments involved Marketing
Finance
R&D

32
HRM
Incentive Financial Rewards
Career growth
company recognition
Responsibility Senior managers
Quality control Application of lean principles
5D1 Strategic Plan for Adidas
Foundation Strategic objectives Company Analysis
Mission Financial SWOT
The mission statement of
Adidas is “"to be the global
leader in the sporting goods
industry with brands built on a
passion for sports and a
sporting lifestyle.”
To reduce cost and
expenditure of the firm and
increase profits by 15% in
next year
Reduce cost per unit by 20
dollars in the next year
Strengths: Marketing
infrastructure
Weaknesses: Low
sustainability
Opportunities: Cost reduction
Threats: Competition
Core Values Product development
strategy
Competitive advantage
Adidas core values comprise
“performance, passion,
integrity, and diversity.”
To increase sale of footwear
by 30% in next year
Overseas market
Brand recognition
Brand equity
Execution Plan Employee capacity building KPI
Usage of lower cost
approaches to driver current
profit
To meet the increasing
demand and quantity of
customers, increase the variety
Providing training to
employees for improving
consumer support
External and internal training
to sales teams
Sales target: $80,00,0000
% of market share in USA and
East Asia: 17%

33
of products one provides.
More money will be spent on
marketing to keep up with the
competition and attract young
and female customers.
Quality control seminar for
production department

34
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